Unibet will sponsor the two major tiers in Sweden for 12 years

Kindred Group has proved once more that they are on a continuous uprising and this was established once more thanks to the long term deal their subsidiary, Unibet, managed to get a few days before. The latter is going to be the great sponsor of the Allsvenskan and Superettan, the first two Swedish football tiers, for the next 12 years, beginning from 2020.

The popular betting brand came to an agreement with the governing body Svensk Elitfotboll and the two sides will have a 12 year long collaboration. The Scandi giant will spend a huge amount of 100 million euros (1.8 billion SEK) and the sponsorship will begin in early January of 2020, when Unibet is going to replace the current league sponsor, Svenska Spel.

The Kindred Group officials published a statement where they announced the beginning of the two sides’ cooperation, mentioning that the deal is going to run for 6 years with an option to extend for a further six years. The aim is to strengthen and improve Swedish football’s profile. It should be noted that Kindred Group will also fund fund the association’s talent and integrity development with a huge amount of 25 million SEK, they will also share 20 million SEK to the clubs, while they are going to spend 5 million SEK, which are going to be dedicated to a European tournaments special initiative.

Kindred's Group General Manager, Mr Dersim Sylwan, commented on the deal: "The new gaming licence will finally make it possible for Swedish sports to gain market value for their partnerships, which is positive for the clubs, the associations and of course for the athletes. Our new agreement with Svensk Elitfotboll will, for instance, give the association substantially more income, compared to previous partnership deals.".

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